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All Places > Women in Business > Blog > 2017 > June
2017

This is what I had on my inbox this morning.  Yes, my name is Karina and I work for Cochlear.  They got it right!

I really wanted to see what this is about and it happens to be that is about using video for account based marketing.

 

This is the link to the video.  I think creating a personalised experience works.

 

The video shares some great tips for account based marketing.

 

With the boom of social media, social icons have become really important in our email communications.

This trend has been changing slowly during the last few years since marketers have realised that social icons could also distract the completion of the most important call to action.

 

I have put together some examples of what companies are doing in this space. I don't think there is a best practice yet, it depends on the business and also on many other elements such as creative resources available including templates and the actual creative person in the company.

 

Let's have a look to what is happening out there.

 

Many companies still give social media icons prime real estate and icons go at the top.

 

Riva, Marketo and Firebrand are 2 examples where icons go at the header level.

 

 

 

Happy Frog Apps has all her icons in the content section.

 

 

Kapost has her icons just after the CTA

 

 

We have a few companies using social logos int he footer section.

This company is not using logos, just text.

 

 

 

Virgin Pulse only has a couple of logos in the In the footer section.

 

 

Reading Eggs has 2 logos only on the unsubscribe section.

 

 

Many companies use the footer section just before the  unsubscribe. This email is from Bluewolf.

 

How creative are you?  We marketers need lots of ideas an inspiration, we have to test new things that might work better for our marketing strategies and there is so many elements involved in our marketing campaigns.  When we use marketing emails we have to think of so many details that define the performance of our emails.  One of these elements is the buttons for our Calls to Action.  This post is not about saying what is best, this post only aims to show what others are doing so we can get some ideas.

 

Salesforce Event

Rounded blue button

Marketo Webinar

Orange square button with capital letters

Bluwwolf - An IBM Company

Blue text - white background - No button

Adobe

Black background - blue button

 

 

Firebrand Talent

Red contact button

 

Liquid Learning

Download Agenda with Images

 

 

Microsoft

Shop now with an arrow

 

 

UTS Newsletter

Find Out More

 

 

 

 

Would you like to share how one of your buttons looks like?

I received today 2 different marketing emails with an error.

These are common mistakes that I see and that I believe we should do our best to prevent them from happening.

Email 1 looks like they are using a token value with a non-Marketo tool that didn’t work quite well. In Marketo you have to check that you add a default value and that there is no errors in the coding.

 

Email 2 is from a very big company that has a small html error in the unsubscribe link.  This is something that we rarely check when we review and approve our emails but it is worth spending some extra time.

 

Lesson learned: Watch out for html errors, they will not make you look good, they are a distraction

 

Email 1. Watch out for tokens mistakes!

 

 

 

Email 2. Check your html coding in your unsubscribe.

You can add scoring points on many different places in Marketo.

 

 

I like to do it on a specific lead scoring program and have all the values of my scoring model in one place, this is why I really like using tokens for the values.

 

So how to do it?

 

1. Go to My Tokens section at your folder level or program level.  I personally like to do it at the program level.

2. Create a new Score Token and add your values. Create as many as you need

 

3. At your campaign level, in the flow select the token that you have created (instead of entering a number).

 

 

Easy peasy!  Now you have all your scoring values in a centralized place.

 

Note: If you modify the values the new values will affect new leads affected by this campaign.  Old values will remain for leads that were affected by this campaign in the past.

Your sales team wants to have control over the emails that are sent to their leads. In their conversations with their prospects  they get to identify that for certain leads it is  required or ideal  to suspend emails for this particular prospect.

 

This is how is set up this functionality from Marketo that is available in Salesforce to suspend leads from receiving any further emails.  We will be sending these leads into the Marketing Suspended bucket in one click.

 

In my case, if a sales rep wants to suspend a a lead, the only thing that they would need to do is to add them to a SFDC Campaign that in this case is called ANZ Suspend Emails (Remember I work in the APAC region) so this is how I started.

 

Step 1:

Create a default program and in your Setup Section you create a new Salesforce Campaign.

 

 

 

Step 2:

 

You will create your folders for Lists and Campaigns.  After that you create your List where your leads that are suppressed by sales will be included.  I like to have this list so it is easy for me to see how this list is growing and reference back from other campaigns.

 

 

Step 3:

 

You need to create your campaigns.  What am I doing with Campaign 01?  In Salesforce your sales rep will add the lead to this campaign, once that happens this lead becomes a Member of our program.  So what I do in this step is send this leads to my list that I created in step 1.

 

 

 

 

Step 3.  Make them Marketing Suspended

 

You will have your trigger listening for a lead being added to that list. After that you just change your data value to Marketing Suspended.

 

 

 

Step 4: Test it works

 

After this you need to make sure that it works.  Play around with a couple of test records and they should listed in your Campaign Results as you can see below.

 

Your have multiple options to add emails to your engagement program.

 

1. You can create all your emails local to your Engagement Program and you can add them to your stream.

 

 

2. You can use emails that you already have in different programs.

 

Did you know you can add emails from different programs to the streams of your Engagement Program?

 

 

 

 

As you can see in my example above, my Stream 1 includes the 3 new emails that I created locally to my Nurture Example (Nurture Program) but I am also using one email from my Default Program called Testing Lab.

 

There are different things that you need to consider when you choose the emails that should be included as part of your stream.

 

I like to have emails local to my program, based on my experience this is better for transparency and easier for reporting.  However, there are situations when I would  consider bringing into my stream an email from a different program.  One of the beauties of the Engagement Program is that Marketo will not send an email listed on the stream more than one time to the same lead. So if by any chance this person has received this email on a different program Marketo will not send this email again.

I am aiming high and I am writing and collecting all relevant pieces of information that would assist us all in understanding really well engagement programs.

 

So in this post, I will be linking to all the beautiful articles that include the content that we need to master Engagement Programs.

 

You will find things here that seem super basic, others more advance but the idea is to have a place where we can go and understand how to set up our Nurtures and how the program works.

 

So this is a work in progress blog post where we should all be able to master the art of Nurturing.

 

 

More basic:

Did you know that by default your Engagement Program is Turned On?

How to add leads to your nurture?

 

Did you know that by default your Engagement Program is turned on?

What is the meaning of Exhausted in an Engagement Program

What is the meaning of 'Exhausted' in an Engagement Program?

 

More advance:

Did you know that you can add default support programs to your Engagement Program?

Did you know that you can add support programs to your engagement program?

 

Marketing related:

Karina Guerra

17 Things you should know before launching your Nurture Program

 

Feel free to provide any other relevant links that you find would help us to become an Engagement Programs Ninja.

This was a question in the community, I thought it is worth sharing.

 

Did you know that you can add default support programs to your Nurtures? 

There are different reasons of  why you would like to do this.  Here are a few reasons of why you might want to do this:

 

1. You might want to push different SFDC campaigns

2. You might want to add different program statuses to your channels

3. I used them to give sales the option of adding or removing someone from a nurture and I do this with a SFDC Campaign.

 

Let's start with number 1 and discuss how you can do this. 

 

How to do it?

Step 1. Right click on your Engagement Program, click on "New Local Asset"

 

Step 2. Select "New Program' and choose default program.

 

I create a folder for mySupport Programs. 

 

 

This is one example of the things that I do with this type of programs.  My sales team likes to see program statuses as opened and click for each individual email, so I create program statuses at the email level for each piece of content.

 

I can push SFDC campaigns for each default program.

 

 

 

 

 

Note:

I recently discovered that you cannot move support programs into an Engagement Program, you have to build them here from scratch .

I get to experience all the effort and time that we marketers spend on building awesome content and creative assets for emails, crafting perfect subject lines and investing hours on building reports that reflect our efforts on Open Rates, Clicks Through Rates and hopefully having an impact in Conversions.

As a user, what surprises me is that I receive dozens of emails with lots of small errors that only inspire me to delete them. I delete those unwanted emails from my mobile phone so I will never see the result of those long hours of work. Maybe your audience is doing the same with the emails that you craft.

If your emails are not being opened... where is all that hard work going?

Let's see what are the most common mistakes from marketers when building emails.   Ideally you would be able to see what your readers see and do the extra bit of work that will make the difference between having  your emails opened or deleted.

These are some of my good, bad and ugly examples that I have gathered. Hopefully they could help you spot the mistakes that you are making. Small changes on the details below will make huge differences. Believe me!

Let's get started...

1. The Good. This is a perfect example of how emails for mobile should be crafted.  This email has a very clear Call to Action for their subject line ("Become a Journalist", they also mention an "Exclusive..." Offer? Maybe?") The preview is greatly crafted. It describes a benefit of their offer, something that is important for a person considering to become a journalist ("You can become a freelance journalist in as little as 12 weeks. No pre-requisites...).

2. The bad.  Startups.co.uk normally crafts beautiful content for entrepreneurs. On email #2 we can see that sender and subject line are really good, short, clear and specific but as you can observe the preview element was not properly looked after.  (How horrible it looks for the reader to see this message: "This email was sent as HTML...").

3. The ugly. The preview on email 3 is ugly: code, code, ugly slashes? Inviting?  No! Even when the subject line is inviting, it is a shame that this preview encourages me to delete this one.

4. The bad and ugly.  I get an email from someone called 'anil' - all small letters?.  The subject line sounds spammy and the preview? Not inviting?

So, can you tell how many of these emails were opened?

Let's talk about the small details that you should pay attention to when building your email if you want to increase your Open Rates on mobile.

1. Check your preview content.  It could make the difference on having your emails opened. Avoid the bad and the ugly! In Marketo this is called the preheader.

2. Test your emails on different devices.  Make sure you like how your emails look on the most popular devices. You can use www.emailonacid.com to test them our use Marketo's functionality if you are paying for this.

3. Think as a receiver: What would encourage your readers to open that email that took you so long to build and get approved?  Would you open it?

Did you know that by default your engagement programs are turned on?

 

So,what does this mean?

 

It could mean that while you are setting this up if you have someone who qualifies with your criteria, this person or group of people could start receiving your email nurtures even before you are fully sure of having your program ready.

 

My recommendation is to turn it off the second you create the program and turn it back on when you are ready to push it live.

 

How to tun it off?

 

Go to your program Setup and change Program Status to Off.  Once you are ready to activate it just change this setting.

 

This is a basic functionality of Engagment Programs but worth sharing for Marketo or Engagement Program beginners.

I have been asked what is the best way to add leads to an Engagement Program.

 

So here we go on how I would do it step by step:

 

Step 1.  Create a folder in your program that says Campaigns.

Step 2. Create a smart campaign called "Add to Nurture".

 

Step 3. Build your smart list.  This is set up the rules of who qualifies for nurture.

 

 

Step 4. Add to Nurture by choosing Add to Engagement Program.

 

Your rules are ready to add people to your nurture, remember to activate your campaign and turn on your program.

 

You might need to set up  more than one campaign if you want to add existing and new leads.

 

Info in docs:

Add to Engagement Program - Marketo Docs - Product Docs

With a tone of worry, I have been asked what is the meaning of Exhausted as if something was going terribly wrong.

 

My theory is that if one person has a question, there is always more people who would benefit from an answer.

 

So what does this number next to the word Exhausted mean?

 

It means that 519 people have consumed all the content that you have on your nurture.

It is red and alarming since it is believed that your leads should be constantly nurtured so there is opportunities to add more content to your streams so you can continue with your nurturing journey.

 

It doesn't mean that this is all the people who have qualified for your nurture.

It is not a huge error in your nurture, it just indicates that you could potentially explore adding more content into your nurture.

 

 

So if you have 6 emails going out your Engagement Program, it means that 519 people have received all your emails.  You might want to add email 7 or 8.

I get to experience all the effort and time that we marketers spend on building awesome content and creative assets for emails, crafting perfect subject lines and investing hours on building reports that reflect our efforts on Open Rates, Clicks Through Rates and hopefully having an impact in Conversions.

As a user, what surprises me is that I receive dozens of emails with lots of small errors that only inspire me to delete them. I delete those unwanted emails from my mobile phone so I will never see the result of those long hours of work. Maybe your audience is doing the same with the emails that you craft.

If your emails are not being opened... where is all that hard work going?

Let's see what are the most common mistakes from marketers when building emails.   Ideally you would be able to see what your readers see and do the extra bit of work that will make the difference between having  your emails opened or deleted.

These are some of my good, bad and ugly examples that I have gathered. Hopefully they could help you spot the mistakes that you are making. Small changes on the details below will make huge differences. Believe me!

Let's get started...

1. The Good. This is a perfect example of how emails for mobile should be crafted.  This email has a very clear Call to Action for their subject line ("Become a Journalist", they also mention an "Exclusive..." Offer? Maybe?") The preview is greatly crafted. It describes a benefit of their offer, something that is important for a person considering to become a journalist ("You can become a freelance journalist in as little as 12 weeks. No pre-requisites...).

2. The bad.  Startups.co.uk normally crafts beautiful content for entrepreneurs. On email #2 we can see that sender and subject line are really good, short, clear and specific but as you can observe the preview element was not properly looked after.  (How horrible it looks for the reader to see this message: "This email was sent as HTML...").

3. The ugly. The preview on email 3 is ugly: code, code, ugly slashes? Inviting?  No! Even when the subject line is inviting, it is a shame that this preview encourages me to delete this one.

4. The bad and ugly.  I get an email from someone called 'anil' - all small letters?.  The subject line sounds spammy and the preview? Not inviting?

So, can you tell how many of these emails were opened?

Let's talk about the small details that you should pay attention to when building your email if you want to increase your Open Rates on mobile.

1. Check your preview content.  It could make the difference on having your emails opened. Avoid the bad and the ugly! In Marketo this is called the preheader.

2. Test your emails on different devices.  Make sure you like how your emails look on the most popular devices. You can use www.emailonacid.com to test them our use Marketo's functionality if you are paying for this.

3. Think as a receiver: What would encourage your readers to open that email that took you so long to build and get approved?  Would you open it?

I am setting up a lead scoring model based on Web Page activities so the rule is if my leads visit a key page they will be scored +5 points.

As I was setting up my campaigns, I realised that there is a chance that I might miss this scoring activity since some of my pages have UTM Parameters.

So if you set your Smart List with an IS operator your URL would always have to match exactly the Web Page that you indicate.  UTM parameters would not trigger an action, such as adding the points of the scoring model.

 

'IS' is always a exact match.

 

Another better option is to change your operator to CONTAINS. You only need to type the first part of the URL (just before your UTM parameters commence).

By using CONTAINS your URL only need to match the first part.